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Going the Extra Mile on Social Media

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Going the extra mile on Social Media Dado Van Peteghem - Social Media Day 2015 #SMDayBE


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@dadovanpeteghem founding partner Duval Union Consulting Social Seeder @dadovanpeteghem #SMDayBE


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How to go the extra mile? @dadovanpeteghem


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Social media is over the hype cycle… PEAK OF INFLATED EXPECTATIONS PLATEAU OF PRODUCTIVITY SLOPE OF ENLIGHTENMENT TRIGGER @dadovanpeteghem TROUGH OF DISILLUSIONMENT


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Yet… most organizations are
 using social media only at 10% of its potential. They’re in 1.0 modus. @dadovanpeteghem


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WE CAN DO WAY MORE @dadovanpeteghem


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Moving from 1.0 to 2.0 with these 10 elements Disproportionately Relevant 
 Content Plan Ambassador
 Strategy @dadovanpeteghem Native 
 Activations Social Growth Acceleration Opportunity spotting through Social Listening Community Building Social 
 Selling Tools 2.0 The Social Crisis Plan The Poetry of the Post


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DISPROPORTIONATELY RELEVANT CONTENT PLAN @dadovanpeteghem


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BEING RELEVANT IS NOT ENOUGH 
 YOU NEED TO BE disproportionately RELEVANT @dadovanpeteghem


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LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant Your Organization @dadovanpeteghem Target Group


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LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant @dadovanpeteghem


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LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant @dadovanpeteghem


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SCALE YOUR CONTENT CONTEXT @dadovanpeteghem


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If you are a wine brand, what can your story be? Disproportionately relevant & scaled up @dadovanpeteghem


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9 OUT OF 10 POSTS SHOULD NOT BE ABOUT YOUR PRODUCT! @dadovanpeteghem


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LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant Your Organization @dadovanpeteghem Target Group


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BECOME A GLASS HOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION @dadovanpeteghem


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THE 
 POETRY 
 OF THE 
 POST @dadovanpeteghem


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The right tone of voice @dadovanpeteghem


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Create 'Social Objects'* @dadovanpeteghem *things people like to share


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Create 'Social Objects'* @dadovanpeteghem *things people like to share


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Seize 'The Moment' @dadovanpeteghem


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Integrate new formats That’s how you grab the attention @dadovanpeteghem


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Integrate new formats That’s how you grab the attention http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail @dadovanpeteghem


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Use the ‘Snapchats’. Really! Bicky Burger GE Location based filters @dadovanpeteghem New channels = New opportunities


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NATIVE ACTIVATIONS @dadovanpeteghem


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Imagine you want to make 
 people recycle better VS. Would you upload a traditional spot on YouTube or go for a Vine activation? @dadovanpeteghem


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Imagine you want to make youngsters 
 responsible towards alcohol VS. Would you post research results or start a #challenge on Instagram? @dadovanpeteghem


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Learn from the best! Sinterklaas buys Coolblue for one million ginger nuts @dadovanpeteghem


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SOCIAL GROWTH ACCELERATION @dadovanpeteghem


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Likes don’t count. Impressions do. You need a bigger audience @dadovanpeteghem


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The solution: FOLLOW INTERESTING PEOPLE 1. 66 vannieuwkerke 21. 52 nanske 42. 47 jandemol 62. 45 timverheyden 2. 61 hansderidder 22. 52 kristofvds 43. 47 philaloux 63. 45 rolandlegrand 3. 61 liavanbekhoven 24. 51 harald1989 44. 47 tomvandeweghe 64. 45 codip 4. 59 andremeganck 25. 51 johannemontay 45. 47 ezraeeman 65. 45 jandebackere 5. 59 abeelec 26. 50 dropje 46. 47 raphaelcockx (de tijd) 66. 45 matthdv 6. 59 wielerman (Renaat Schotte) 27. 50 coolskat 47. 47 nonkelsam (De Standaard). 67. 44 rafweverbergh 7. 58 alaingerlache 28. 50 samynwetstraat 48. 46 blyaert (datanews) 68. 44 tgadisseux 8. 57 marcelsel 29. 50 listraet 49. 46 bartsturtewagen 69. 44 peterdelobel 9. 57 vadderi 30. 50 tomnaegels 50. 46 chrisvandegoor (sporza) 70. 44 jdceulaer 10. 56 stvn 31. 49 gemarkeerd 51. 46 anne_elle_be 71. 44 maartendegendt 11. 56 obk 32. 49 fakerholic 52. 46 fdelaplace 72. 44 cowboy_carl 12. 55 filletk 33. 49 barteeckhout 53. 46 pvdmeersch 74. 44 guitariosott 13. 55 jslefebvre 34. 49 samfeys 54. 46 marclooverbosch 75. 43 ninaism 14. 54 cauwelaert 35. 49 my_l 55. 45 pieterjanvl 76. 43 cedricgodart 15. 54 davanac 36. 48 rikea 56. 45 mensbrugghe 16. 53 michelhenrion 37. 48 philbruafp 57. 45 jamiebiese 76bis. 43 B_R_E_G_T (Bregt Vermeulen, Voetbalmagazine) 17. 53 le_bux 38. 48 kevin_major 58. 45 mehmetkoksal 18. 53 sbailly 39. 48 pvangompel 59. 45 valerie_s_ 19. 53 mdevrieze 40. 48 frederiktibau 60. 45 italbers 20. 52 bartvanbelle 41. 47 grosfilley 61. 45 gdcoster @dadovanpeteghem 81. 42 jonasmuylaert 82. 41 heirbar 83. 41 bartstoffels 84. 41 heidischoefs 85. 41 zeli 86. 41 goedeleliekens 87. 41 slemlevrai 88. 41 roelverrycken 89. 41 petergorle 90. 40 koenvervloesem 91. 40 brunokon 92. 40 ddeckmyn 93. 40 mediarescue 94. 40 cedricpt 95. 40 karst 76tris. 43 ShowbizzBart 96. 40 frankrenout 77. 42 himad 97. 39 hvangool 78. 42 mariodanneels 98. 39 joanroels 79. 42 fr3db 99. 39 yvesd 80. 42 corinebarella 100. 39 bartdobbelaere


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The solution: SHOW PEOPLE THE WAY @dadovanpeteghem :-) @dadovanpeteghem


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The solution: WHAT ABOUT YOUR COLLEAGUES? @dadovanpeteghem


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AMBASSADOR STRATEGY @dadovanpeteghem


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The connection 
 funnel LATENT Receive MANIFEST Engage Share Input Become one INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION Content Marketing
 strategy Social Media strategy Ambassador strategy @dadovanpeteghem


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Where 
 would you click on? VS @dadovanpeteghem


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PEOPLE OVER BRANDS every time. @dadovanpeteghem


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Company reach Ambassador reach 10.000 10.000 10.000 10 ambassadors x 220 amplification fans followers followers = 30.000 followers x 6% organic 1.800 REACHED @dadovanpeteghem 2.200 REACHED


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@dadovanpeteghem > MARKETING TO THE PEOPLE MARKETING THROUGH THE PEOPLE


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SOCIAL SELLING @dadovanpeteghem


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Social media cannot only empower marketing, it can make a huge contribution to the entire sales cycle @dadovanpeteghem


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In a B2B environment, the power of social media is in the network of your people @dadovanpeteghem


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In a B2B environment, the power of social media is in 
 the network of your people. > 3.418 connections @dadovanpeteghem 317 followers


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“Go find me the online marketing manager of Coca Cola” He likes snowboarding & classic cars ;-) @dadovanpeteghem


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Social media in B2B Look further than Linked @dadovanpeteghem


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B2B ≠ BORING 2 BORING @dadovanpeteghem


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COMMUNITY BUILDING @dadovanpeteghem


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HOW 
 ORGANIZATIONS 
 SEE social media @dadovanpeteghem


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HOW 
 ORGANIZATIONS 
 SEE social media @dadovanpeteghem WHAT A 
 community 
 LOOKS LIKE


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@dadovanpeteghem WHAT A 
 community 
 LOOKS LIKE Solo Open Kitchen


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@dadovanpeteghem WHAT A 
 community 
 LOOKS LIKE Mobile Vikings


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Connect people around 
 a relevant topic 
 powered by a brand 
 instead of 
 connecting them 
 to the brand itself @dadovanpeteghem Mobile Vikings


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https://www.feestjesophetwerk.be/ @dadovanpeteghem Mobile Vikings


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OPPORTUNITY SPOTTING through SOCIAL LISTENING @dadovanpeteghem


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QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL? @dadovanpeteghem


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The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE @dadovanpeteghem


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While we could LISTEN TO SPOT OPPORTUNITIES @dadovanpeteghem


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Spotting opportunities through social listening Monitoring millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real time recipe tweets. @dadovanpeteghem Nestlé DAT


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Spotting opportunities through social listening How a Little Research Earned 1,000,000 Impressions on Twitter @dadovanpeteghem KLM Surprise


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While everyone is talking about Big Data…
 SOCIAL MEDIA is an OPEN MARKET RESEARCH DATABASE @dadovanpeteghem


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THE SOCIAL CRISIS PLAN @dadovanpeteghem


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Although it might never happen, you better prepare to make sure you’re ready when hits the fan. @dadovanpeteghem


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The social crisis plan Lvl 1 Situation Examples People involved When to reply Where to reply How to reply @dadovanpeteghem Lvl 2 Bad customer service Marketing/ communication fail Lvl 3 Lvl 4 Lvl 5 Bad buzz Crisis / Poor governance Unforeseen disaster


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@dadovanpeteghem


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Respond immediately during catastrophes 
 and be serene after catastrophes. @dadovanpeteghem


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Respond immediately during catastrophes 
 and be serene after catastrophes. @dadovanpeteghem


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Communication through all possible touch points. @dadovanpeteghem


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TOOLS 2.0 @dadovanpeteghem


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@dadovanpeteghem


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Pick your top 3 to accelerate Disproportionately Relevant 
 Content Plan Ambassador
 Strategy @dadovanpeteghem Native 
 Activations Social Growth Acceleration Opportunity spotting through Social Listening Community Building Social 
 Selling Tools 2.0 The Social Crisis Plan The Poetry of the Post


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2015 2016 The Business Social in the core Social Media sidelines FROM ... @dadovanpeteghem ... TO #STIMAC


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You will have to go the extra mile to pull off social media 2.0.
   Nobody said it was easy :-) @dadovanpeteghem


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We can help you go the extra mile ;-) DADO VAN PETEGHEM Founding Partner NICK VINCKIER Strategy Consultant @DADOVANPETEGHEM @NICKVINCKIER dado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com +32 474 82 68 07 +32 474 39 12 82


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Some of the clients we helped to 
 go the extra mile on social media @dadovanpeteghem


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Going the extra mile on Social Media Dado Van Peteghem - Social Media Day 2015 #SMDayBE


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